On September 28, the 16th Asia Brand Gala, initiated by Asiabrand, a professional brand evaluation organization, and co-organized by China Asia Economic Development Association, Belt and Road Chamber of Commerce, Global Times, Macau Business News, ASEAN-China Business Association, and Asia-Pacific First Satellite Television, was grandly held in Haikou City. With the theme of “securitization of brand value”, this year's ceremony closely integrates the concept of brand value and brand financial innovation, and grandly releases the value list of “2021 Asia's Top 500 Brands”.
Mr. Zhou Jun, Executive Vice Chairman of ABAS Expert Committee, released the “2021 Asia's Top 500 Brands” list and explained and interpreted the list from the analysis of the world economic situation, the background of the list, the brand value evaluation model, and the analysis of the data of the list.
According to Zhou Jun, the list is based on the Asian Brand Academy and ABAS Expert Committee as the think tank, and takes the four original elements of brand value, namely value concept, differentiation strategy, customers and products, as the basic starting point, and adopts the Asiabrand Brand Value Evaluation 3.0 “Qualitative + Quantitative” model, through the “PinXinBao - Brand Value Management System” developed exclusively by Asiabrand, the calculated brand value is more closely related to the measurement of corporate brand equity and the analysis of brand equity efficacy. Adopting Asiabrand's brand value evaluation 3.0 “qualitative + quantitative” model, and through the precise measurement of corporate brand assets and the relevant analysis of brand asset efficacy by Asiabrand's exclusive “Pinnacle-Brand Value Management System”, the calculated brand value is closer to the market value, and can become the pricing basis for brand transactions, thus promoting enterprises to use brands as a guide for resource development. It can become the pricing basis for brand trading and promote resource allocation guided by brand, with six core advantages, such as more advanced evaluation concept, more accurate value, more obvious role, more objective evaluation, more comprehensive analysis, and dynamic monitoring.
★ Brand regional analysis ★
A total of 18 countries and regions were included in the “2021 Asia's Top 500 Brands” list. Among them, China and Japan have obvious advantages, with a total of 429 brands on the list, accounting for 85.80% of the total number of seats on the list. China ranked first with 327 brands, accounting for 65.40% of the total number of seats on the list, of which 306 brands were listed in mainland China, 12 and 8 in Hong Kong and Taiwan respectively, and 1 in Macao; Japan ranked second with 101 brands; South Korea ranked third, with 23 brands; followed by India and Singapore, with 16 and 14 seats respectively; and sixth was Thailand, which occupied the sixth place on the list. sixth is Thailand, which occupies five seats on the list.
A total of 59 AAA brands are on the list, with the largest number of Chinese brands on the list. The industry's headline brands are mainly gathered in China and Japan, and the two countries' influence on the Asian economy will become stronger and stronger; from the point of view of the annual growth of brand contribution, South Korea, Japan, and China are in the top three, all around 80%, at a high level; from the point of view of the efficacy of brand equity, South Korea has the highest average value of brand equity contribution rate In terms of brand equity efficacy, South Korea has the highest average brand equity contribution rate, which can reach 113.43%, while the average brand equity contribution rates of Japan and China are 112.30% and 106.47% respectively.
★ Brand Industry Analysis ★
The brands on the list involve 54 industries, with a total value of RMB 42,508.102 billion, and the overall value of the products shows a growing trend. The brand value volume of the top ten industries totaled RMB 2,694,737,377 million, accounting for 62.29% of the total list. The financial industry has the largest proportion of brands and the largest value volume, with the overall brand value volume totaling RMB 6,529,778 million, accounting for 15.33% of the total value volume. The 56 brands on the list include 23 banks, 18 insurance organizations, and 15 general financial institutions, with the two major segments of banks and insurance organizations remaining the main supporting forces of the entire financial industry.
The top ten industries in terms of the number of brands on the list are: automotive industry with 25 brands, accounting for 5%; healthcare industry with 24 brands, accounting for 4.8%; technology, food and beverage, and insurance industry with 22 brands each, accounting for 4.00%; followed by jewelry, communication, machinery manufacturing, finance, building materials, electronic components, and engineering and construction, etc. The top ten industries in terms of the effectiveness of brand equity include food and beverage, insurance, and banking.
In terms of brand equity efficacy, food and beverage has the highest average brand equity contribution rate, amounting to 165.95%, and the spillover effect of brand capital is the most obvious; in terms of annual brand contribution growth, the electronic and electrical appliances industry has the highest percentage of brands with improved annual brand contribution, amounting to 95.00%; followed by the financial industry, diversified, pharmaceutical and medical industry, etc.; among the major industries, the automotive industry has the lowest percentage of brands with improved brand contribution, amounting to only 4.00%. Improvement of the brand accounted for the lowest proportion, only 36.00%, mainly due to the 2020 new crown epidemic pandemic led to the global supply chain was hit hard, automotive parts and components, personnel cross-border flow stagnation, the capital chain obstruction and other factors on the automotive manufacturing industry has caused a serious blow to the deterioration of the business situation caused by the deterioration of the enterprise.
In the era of brand economy, the brand value of an enterprise is no longer a virtual concept, but an asset that can change the financial structure of an enterprise and enable it to gain a broader space for survival and development. Asia is becoming the most economically active region in the world, and the rapid economic development can indeed stimulate the growth of enterprises, but only by improving the problems of the enterprises themselves can they reach glory.
Through the analysis of the “2020 Asia's Top 500 Brands” list, Asiabrand believes that attaching importance to brand infrastructure, creating brand recognition elements, doing a good job of brand extension, reducing promotion costs, establishing brand architecture, coordinating enterprise development, and joining hands with strong and win-win brands are the four major treasures for enterprises to realize brand leadership and enhance market competitiveness.
★ 2021 Asia's Top 500 Brands ★
